Open Enrollment Success: Communication Plans that Drive

© ConnectYourCare. All Rights Reserved.

Open Enrollment Success:Communication Plans that Drive Enrollment, Satisfaction, and Engagement

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Our Distinguished Speakers

Kristy RubleBenefits Specialist,

Hormel Foods

Hilary HardingVice President of Strategic

Solutions, ConnectYourCare, former Supervisor of Health

Management, Hormel Foods

© 2016 ConnectYourCare. All Rights Reserved.

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Understand and Break Down Enrollment Barriers


Passive enrollment

system

High deductible fear

Enrollment Barriers

Lack of understanding,

tax benefit confusion

Employee lack of interest/

time

Discouraging language & plan design

Fear of losing funds

• 40% spend less than

15 minutes

researching benefits

• 25% spend less than

five minutes

researching benefits

• People spend 10

hours researching a

new vehicle

• 41% cannot define

“maximum out of

pocket”

• 64% cite fear of

losing FSA funds for

not enrolling

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Overcoming Barriers: Dig in to know your employees

• Focus Groups– Why did you enroll? Why did you not?

– Why did you choose the plan you chose?

– What worked?

• Surveys

• Employee Demographics


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Overcoming Barriers: Use smart and targeted messaging

• Leverage technology– Leverage partners’

technology, like CYC’s microsites

• Create engaging messages

• Message where people are looking for information

• Get creative!

• Make it personal


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Overcoming Plan Design Barriers: HSA On Demand®

• Puts employees at ease by allowing them to access their HSA funds at any time of the year

• Makes HSA act like an FSA

• Advances future HSA contributions

• Allows employers to delayemployer contribution to later in the year

• Paid back through future contributions


Includes HSA Cash

Balance + HSA On

Demand funds available to Advance

$940.67

$0.00

$2,940.67

$333.32

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Make it Personal


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Hit the Pain Points: HSA Messaging


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Effective FSA Messaging Case Study

• Communication Campaign • Series of communications,

including brochures, postcards and hand outs

• Communications help employees understand the tax savings

• Specific examples of exactly how much the average employee at this organization currently saves

• Promoted CYC Mobile, mobile app that makes it easy to use an FSA

• Results– 23% increase in FSA enrollment

– 92% overall employee satisfaction

– 92% employee satisfaction with claims process

– 13% increase in employer tax savings - to $1,524,603

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Reframe the Game: Active Enrollment with Forced Choice• Employees were required to make an FSA choice during benefit enrollment

• Framed messages made the right choice obvious

No, I am forfeiting this benefit and the opportunity to save money on out-of-

pocket healthcare expenses like copays and over-the-counter medications.

Yes, I plan to have out of pocket healthcare expenses like copays and over-the-

counter medications and want to save money by not paying income taxes on dollars spent for those expenses.


Results

FSA Enrollment 37%

Total Employee Contributions 37%

Total Employee Savings (annual)* 33%Employer FICA Savings

(annual)** 33%

Hormel Foods Case Study Kristy RubleBenefits Specialist, Hormel Foods


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Our Challenges

Majority of

employees in

low deductible

option

Complex

subject matterCommunicating

significant

change

HDHP

deductible

fear

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Compelling & Engaging Communications

Targeted

Communication

Strategic

Frequency

Positive

Framing

Simplifying

the Message

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How We Did It

• Visual learning

• Develop branding

• Incorporate best practice

• Leverage cross-functional team 65%

VISUAL

LEARNERS

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Communication Tactics

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Comparison Tool

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Video Contest Success

65% Promoted through:

- Postcard

- Web engagement

- Pivot alert – intranet

messaging with

interruption

functionality

engagement rate

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Year One Results

2%6%

25%30%

62%

0%

10%

20%

30%

40%

50%

60%

70%

Food Man.(Y1)

Media Co.(Y1)

Chemical Co.(Y1)

NationalAverage

HormelFoods

High Deductible Plan Adoption Rates

Goal:

20%

Source: National Survey of Employer-Sponsored Health Plans

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Employee HSA Contributions

$2,371

$3,387

$1,615

HSA Plan 1 HSA Plan 2 HSA national average

Average Employee Contribution

• Employees “got it”

• Employee contributions to accounts greatly surpassed national averages

Source: Devenir HSA Research Report

(Funded HSA) (Unfunded HSA)


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Resource to Succeed


Project Planning -> set goals, timeline,

and budget.

Use Your Resources

Measure and Improve

Keep it up! Engage throughout the year


Thank you.

Email us at [email protected]

See webinar recording and register for future webinars at

connectyourcare.com/webinars

Documents

Open Enrollment Success: Communication Plans that Drive